The more we reduce the amount of information in an idea, the stickier it will be.
Once we know something, we find it hard to imagine what it was like not to know it.
There's no such thing as a passive audience.
This is the biggest problem in analytics today.
When youโre at the beginning, donโt obsess about the middle, because the middle is going to look different once you get there.
Knowledge is rarely enough to spark change; it takes emotion to bring knowledge to a boil.